New ‘Thinking’ About Optimal Consumer Decision Making

A new theoretical perspective that reexamines how consumers should think before making decisions and the optimal outcomes that result is developed here. This research suggests that consumers should think more about routine choices, use intuition for occasional purchases, and use unconscious thought for major purchases.


Jonathan Hasford, David Hardesty, and Blair Kidwell (2013) ,"New ‘Thinking’ About Optimal Consumer Decision Making", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Jonathan Hasford, University of Nevada, USA
David Hardesty, University of Kentucky, USA
Blair Kidwell, Ohio State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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